Powerade is so effective, it was chosen by FIFA to hydrate 2010 World Cup athletes. But, there was a problem. Most of the world isn’t quite sure of what Powerade is. Or what it does. So, we helped Powerade take on the role of Teacher.

We created the Never-Ending Game – a campaign that expresses Powerade’s ability to recalibrate a player’s mind and body. Educating players by showing them how Powerade fights mental and physical fatigue. And how to play longer, enjoying more of the game they love.A dedicated YouTube channel hosts the online film and tells the story of African athletes battling through dehydration, thirst and pain. Once they take a sip of Powerade, they begin a new game. A game so inspiring, it spreads throughout the world. Additional content is peppered throughout the film, showing the game from a player’s perspective. In addition, quick, informational tips explain the science behind Powerade, and how it helps athletes play better – longer.

When the experience ends, users are shown how much additional content they discovered. They are able to replay the film and view anything they might have missed, turning the channel into a virtually never-ending experience and a full hydration education. By using the YouTube platform, we put Powerade’s message alongside the most watched search results in the world. If a user searches “football,” during the World Cup, Powerade will be there. Individual videos hold pieces of the Never-Ending Game – additional content, great moves, hydration information – which drive viewers to the full experience. The Never-Ending Game is playing all over the world, bringing athletes closer to a game without dehydration or fatigue. A game they want to play forever.